基于消费者心理的互联网企业营销策略分析

XCLW50192  基于消费者心理的互联网企业营销策略分析  (字数：10542)

随着第二届世界互联网大会在我国乌镇的成功举行，标志着我国正大步迈入世界互联网大国时代，电子商务的发展热潮已经席卷而来，这是我国经济发展新的契机，也是我国人民创造财富新的机会。因此，企业和个体应将注意力集中到网络消费者心理与行为的分析上，所谓知己知彼，才能百战不殆。

本文首先从网络消费的文献综述入手，只有站在巨人的肩膀上，才能看得更高更远，了解到互联网对消费者的消费行为影响越来越大，电子商务在我国的发展已经进入黄金时期，并不断迸发着新的能量。接下来从我国网络消费的现状和环境的背景下分析我国网络消费发展迅速的原因和网络消费者会选择进行网购的基础，在充分分析国家统计数据和网络调查的前提下，对我国消费者心理与行为以及消费者本身进行分析，对比传统消费和网络消费发现网络消费网名热捧的因素，最后，采用问卷调查的方法充分了解网络消费者的年龄，收入、学历、性别、工作单位等因素对网络消费的影响。

最后，在对网络消费者进行心理与行为分析的基础上对网络营销者的建议，企业和个体中的网络营销者只有在庞大的网民中辨别出真正的网络购买者，并对他们进行分析和研究，才能制定正确的营销策略，才能在日益复杂的网络竞争中立于不败之地。

关键词：网络消费  网络消费者的心理与行为  网络营销策略

Abstract

  As the second world assembly on the Internet in our country, the success of Wuzhen, marked the our country is strode into the Internet era, the development of e-commerce boom has swept by, the country's economic development of a new opportunity, is also our people to create wealth of new opportunities.Therefore, enterprises and individuals should focus on the network, on the analysis of consumer psychology and behavior, your argument.

  This article first from the literature review of network consumption, only standing on the shoulders of giants, to look higher and further, to understand the Internet influence on consumer behavior is more and more big, the development of electronic commerce in our country has entered the golden age, and constantly bursting with new energy.Next from the present situation of China's network consumption and the environment under the background, the author analyzes the reasons of network consumption in China has developed rapidly and network consumers choose online shopping, the basis of statistical data and analyzed under the premise of Internet survey, consumer psychology and behavior and consumer itself in China were analyzed, and compared with the traditional consumption and consumption found network net popular factor, finally, using a questionnaire method to fully understand the age of network consumers, income, education, gender, business unit and the influence of factors on the network consumption.

  Finally, on the network based on the analysis of consumer psychology and behavior of network marketers suggested that companies and individuals in the network marketers identify true only in its Internet network buyers, and carries on the analysis and research to them, to formulate correct marketing strategy, can in an impregnable position in the increasingly complex network competition.

  Keyword: Network consumption  Network consumers' psychology and behavior  The network marketing strategy

                      目录

一、 研究背景与文献综述 1

(一)研究背景 1

(二)文献综述 1

二、 网络消费的现状和环境 3

(一)网络消费的现状 3

(二)网络消费的宏观环境 3

(三)网络消费的微观环境 5

三、 网络消费的心理状况分析 6

(一)网络消费的需要(心理特征) 6

(二)网络消费者的动机 6

(三)网络消费者的行为 7

三 网络消费者的特点 9

(一)网络消费者的学历 9

(二)网络消费者的性别 9

(三)网络消费者的工作单位 10

(五) 网络消费者的收入 10

四．网络营销策略的若干建议 11

(一)价格策略 11

(二)产品策略 11

(三)品牌策略 11

(四)促销策略 11

(五)网店设计简单化 11

(六)网络的推广 11

(七)物流 12

五 总结 13

参考文献： 14